The worldwide pandemic modified our habits dramatically—for entrepreneurs, one notable shift was that digital content material consumption increased drastically.
Just lately, Lucidpress took an in-depth take a look at these shifts in its 2021 Content Effectiveness Report, which surveyed 452 professionals from main industries to gauge the state of present content material.
They discovered that the majority effective content is personalised, related, well timed, and informative, whereas making an influence throughout the shopper journey.
Let’s dive into just a few key takeaways:
Demand for content material is on the rise, however it isn’t all the time being met
A staggering 85 % of entrepreneurs surveyed by Lucidpress have seen an elevated demand for content material throughout the final yr.
Content material entrepreneurs are additionally seeing an elevated demand for personalised content material. Within the research, 87 % of respondents stated their clients anticipated content material to be personalised. Nonetheless, simply 32 % of entrepreneurs say nearly all of their content material is tailored for a particular viewers group.
A staggering 85 % of respondents to the Lucidpress analysis have seen an elevated demand for content material throughout the final yr.
Most are making some sort of effort — 81 % of entrepreneurs personalize at the least 10 % of their content material — however the analysis exhibits a demonstrable hole between what the viewers desires and what entrepreneurs are offering.
Model consistency stays a wrestle
The report underlines the significance of name consistency. Sixty-eight % of entrepreneurs reported a 10-20 % improve in income when model content material stays constant—though we’d warning to take these figures with a grain of salt, as its unclear how entrepreneurs would truly measure the connection between model consistency and elevated income.
On the flip aspect, entrepreneurs are struggling to create or implement model pointers; 77 % of respondents noticed off-brand content material created, whereas 15 % reported having no model pointers in any respect. Solely 31 % stated their model bible was enforced persistently.
Confidence is combined
Entrepreneurs’ confidence of their content material on this research was a combined bag—most entrepreneurs consider their content material impacts buy determination, however solely 36 % thought it impacted greater than half of conversions.
Conversely, 68 % of entrepreneurs consider their content material is related to clients. So whereas manufacturers consider their content material is basically useful and helpful to clients, many fear it doesn’t have a big affect over their habits.
That is possible on account of a much bigger difficulty. As Contently detailed in its Content Measurement Maturity Model, most entrepreneurs aren’t measuring income KPIs relating to content material.
Not surprisingly, 83 % of respondents discovered that content material is simplest throughout the consciousness and consideration phases of the client’s journey, when customers are researching merchandise and weighing their choices.
Content material continues to be being left unused
Quite a lot of content material goes unused by stakeholders, in keeping with the report. Solely 14 % of respondents stated greater than 75 % of content material was truly put to make use of usually. Virtually half of these surveyed reported 50 % or much less of their content material was used, whereas 23 % stated they didn’t know, suggesting they weren’t monitoring content material utilization in any respect.
On the subject of measurement (or lack of it), solely 27 % of entrepreneurs might confidently say they measure the ROI of their content material.
The Lucidpress research shows some alarming gaps within the provide aspect of content material, but in addition exhibits how entrepreneurs can reap the benefits of the pandemic-led progress in demand. Personalization, consistency, and correct and sincere measurement are all key to benefiting from a frightening but probably defining period for content material advertising.